Digital Marketing May Soon Resemble a Trading Floor

Posted by:Kishore Bhosle

When you look at the leaders in digital marketing, you have to wonder how they pull it off. They pop up, everywhere you go, with the most relevant messages based on your past interactions and behaviors. Just yesterday, I posted an observation about Facebook creating their own CRM and voila...Salesforce.com inserts a sponsored ad right behind me in my post stream.

Now, this is automated keyword based ad positioning but it was based on a defined campaign that someone envisioned, sought budget and approvals for prior to executing it. This is one of hundreds, possibly thousands of campaigns.

In the not to distant future, marketing campaign managers may be treated as traders and given a specific bucket of money with goals to drive returns on that spend but continuously optimize in real-time.

Example - you are the "trader" for Marriott's Caribbean Resorts digital marketing. You spend your time looking for "arbitrage" events where you can drive room reservations in ways that the competitors just don't see. Your trigger system spots an expected 5 feet of snow in Boston tomorrow. You grab dynamic weather content and craft your message in minutes then run a query on high net-worth individuals in the area to target. Ad buys are programmed with high/low limits in several ad marketplaces before you take your 3rd sip of coffee. Real time analytics inform you of the results and you optimize every 30 minutes. By lunch time, the "pit boss" sees the spike in reservations and rings the bell in your honor. They up your budget by 20%.

Sound crazy? It's actually happening today in e-commerce focused companies. They are not retailers...they are marketers and they align their entire company around that premise. Will you be the first to set up a digital marketing trading floor or will your competitor?

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Kishore Bhosle

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